Catering consumption upgrade: the favored cultural experience of specialty catering is the key
2021-10-04 10:32:55Source: People’s Daily
There are new ideas and popularity in catering consumption (new economic orientation·National Day consumption observation)
Restaurant reservations are hot, beverage shops are lined up, and food streets are bustling… During the National Day holiday, under the conditions of normalization of epidemic prevention and control, contact consumption has accelerated and the recovery of catering consumption has accelerated.
According to statistics, in the first half of this year, the income of the catering industry reached 2171.2 billion yuan, a year-on-year increase of 48.6%, and the scale of consumption basically recovered to the level of the same period in 2019. It is worth mentioning that while the business is booming, restaurants, large and small, continue to innovate in terms of products, channels, and scenarios to meet the new demands of catering consumption.
The policy is to force supply and demand to flourish, and the catering industry resumes stability and improves
“The consumption coupon is deducted 50 yuan, which is equivalent to the price of a dish. It is a good deal!” On the first day of the National Day holiday, the family of Ms. Zhou, a citizen of Nanjing, Jiangsu, came to the “Little Chef” Huaiyang Caifuzi Temple store for a party and ordered drunk. She used the vouchers to deduct the crab and other autumn special dishes at the checkout, and was very satisfied with the dining experience.
This year, there is a gap between the Mid-Autumn Festival and National Day holidays, which lengthens the duration of the holiday economy, which is conducive to attracting consumers and increasing popularity. During the holidays, the store received about 1,500 consumers every day, and the private rooms have been booked until October 7. “Combined with the needs of epidemic prevention and control, we have launched four consumption methods including dine-in, takeaway, live broadcast, and online stores, as well as special seasonal dishes.” said Li Hongxia, general manager of Jiangsu Xiaochuniang Catering Management Co., Ltd., 10 stores in Jiangning District were previously affected by the epidemic The impact is greater, but sales have returned to normal levels before the Mid-Autumn Festival. It is expected that the overall sales during the “two festivals” period will increase by about 5% year-on-year.
In order to let consumers eat at ease, under the guidance of the market supervision department, “Little Chef” implements “triple disinfection” of store employees, dormitory environment, and dining environment. Dining customers wear masks, take body temperature, and check green codes for “triple protection”. , And the “triple inspection” of self-inspection, mutual inspection, and random unannounced visits in stores to prevent and control the epidemic and ensure food safety. With the support of the Jiangsu Food and Beverage Industry Association, the company has overcome the impact of the epidemic this year and has now registered 4 stores, which will all open within this year. Li Hongxia said that the entire online registration process does not require personnel to travel back and forth. The materials can be completed in one hour, and the approval can be passed in one working day.
“All localities boost consumer confidence by issuing consumer vouchers, holding food festivals, etc.; by extending tax reductions, employee stabilization, financial support, and other beneficial enterprise policies, alleviating the problems of enterprises’ urgent and worries; the industry accelerates digital transformation and promotes the catering industry Chain synergy, supply chain integration, service chain extension, and value chain improvement.” said Yu Xuerong, president of Jiangsu Catering Industry Association, this year’s Mid-Autumn Festival catering service revenue increased by 12% year-on-year, and the National Day holiday is also expected to have a substantial increase. At present, the catering industry is recovering in a stable and positive trend, and consumption that was previously suppressed will be restored to growth.”
In addition to family consumption, gatherings of relatives and friends, and leisure travel in the countryside, the fast recovery of the catering consumption market, the popularization of healthy catering concepts and the continuous improvement of community catering have also promoted both supply and demand in the catering consumption market.
Specialty catering is popular, cultural experience is the key to upgrade
The “Little Yellow Man” ice cream has become a standard feature for many people to check in and take pictures at Universal Studios Beijing during the National Day holiday. “The cute shape and strong banana flavor are more expensive than ordinary cold drinks, but they feel quite worth it,” said Wu Xiaoyun, a Beijing resident.
This popular ice cream comes from the domestic brand Mengniu. Lu Minfang, President of Mengniu Group, said: “As the official partner of Universal Beijing Resort, we have spent a lot of thought to highlight product features and combine taste experience with garden experience.” During the trial operation of Universal Studios Beijing, only City Avenue The Mengniu Ice Cream and Milk Workshop on the Internet exceeded 120,000 yuan in a single day, and sales are expected to hit a new high during the National Day holiday.
Han Ming, President of the China Hotel Association, said that the mass catering market is ushering in a new trend of upgrading. Quality, safety and taste are the keys for catering companies to attract consumers. On this basis, the characteristic, cultural, and experiential consumption process are the catering companies to win the market. the key of.
Let consumers eat new features. Walking into the Fulaida restaurant in Changsha, Hunan, the decoration, decorations and pillows are all based on the theme of Frog. “A few years ago, the general catering industry was more popular in comprehensive catering. There may be hundreds of dishes in a store, and there is not much difference between the store and the store. We have always insisted on making special items, focusing on bullfrog ingredients, developing a variety of flavors, and hoping to consume People who think of eating bullfrogs will think of our restaurant.” said Luo Qing, chairman of the group.
Let consumers eat new flavors. Special flavor snacks such as Liuzhou snail noodles, Guiyang beef noodles, and Shaanxi Roujiamo are popular, and a large number of restaurants have been established. These local snacks are delicious and cheap, and have become the first choice for many consumers to eat during the National Day holiday. Han Ming said: “These gourmet snacks have a lot of room for development in the future by digging deeply into intangible heritage techniques, food culture, and product characteristics, and expanding the business model of chain management and brand management.”
Let consumers have a new experience. During the National Day holiday, a long queue was lined up at the entrance of the newly opened Xicha hand-made shop in the ancient city of Nantou, Shenzhen. Consumers can not only taste the hand-fried ice, but also understand the manual processing and production process of raw materials such as brown sugar, mochi, cheese, and fresh fruits. , Eat while shopping. According to Zhang Hailong, senior vice president of HiTea, the upgrading of offline consumption scenes has become a new consumption trend, and consumers’ requirements for store experience are also increasing. “We hope to use a design store space to bring consumers a different consumption experience, such as tasting “Beijing flavor” in Beijing’s Qianmen store, and “Shu embroidery” in Chengdu’s Kuanzhai Alley.”
Green catering has become a fashion, and the “CD” is awarded according to the person’s quota
While the market is booming, food waste has been significantly reduced. With the implementation of the Anti-Food Waste Law and the continuous advancement of the “CD Action”, the reporter investigated in Liuyang City, Hunan Province and found that the concept of saving food and eliminating waste is gradually gaining popularity.
Near noon, at the time-honored Friendship Hotel on Renmin West Road, Huaichuan Street, Liuyang, citizen Ms. He was full of praise for the hotel’s “partial custom meal”, “It’s a bargain! Our family of four ordered a braised pork, originally a plate. 13 pieces of meat, now the portion is customized, and only 6 pieces per plate are provided according to the intake of four people, which neither wastes food, but also saves us money.”
In order to reduce food waste, Friendship Hotel invited professional nutritionists to quantify the 41 meat dishes sold in the hotel according to the dietary structure and scientific intake per person, accurate to the gram, and provide corresponding portions according to the number of diners. “At the same time, we implement the’N-1′ order reminder service. If there are 10 guests at a table, we suggest to reduce it appropriately, order 9 dishes, and add more if it is not enough.” Hotel manager Liu Yan said.
Friendship Hotel accepts a lot of wedding banquets, and often left a lot of leftovers in the past. In response to this situation, the hotel has launched free packaging and reheating services for leftovers. The remaining dishes of the lunch banquet can be heated for free for dinner, and guests can continue to eat in the store. In this way, food waste is greatly reduced. In the past, a bucket of leftovers was produced in one day, but now it takes only four days to produce a bucket with the same turnover.
To reward the “CD-ROM”, the Huaichuan Street and Catering Association of Liuyang City issued an initiative, which received responses from many enterprises, and “Liuyang Yard” was one of them.
During the National Day holiday, citizen Mr. Ye took his family to “Liuyang Yard” for dinner. He chose 5 dishes on his mobile phone. When he was about to order another one, the waiter smiled and reminded: “Sir, the amount of clay duck you ordered is quite large. There should be enough food for 6 people and 5 dishes. Our store has a “CD Award”, you can redeem it!” Mr. Ye found it very interesting and took the suggestion, and the family went “CD” smoothly.
A sweet snack, a nostalgic and practical gift, and a lottery. The “Liuyang Yard” has set up a “three-choice one” reward to encourage the “CD Action” with visible prizes.
Liuyang Catering Association Chairman Jiao National Defence said: “Since this time, we have worked with relevant departments and industry organizations to implement the’Four Reminders and One Punishment’ in catering stores. Public chopsticks and spoons are reminded to emphasize hygiene, to order food according to the amount, and to package food after a meal without waste.” Liuyang Catering Association regards the implementation of the “Four Reminders” as an important reference indicator for the selection of honest catering companies and demonstration stores , Implementing a “one-vote veto” for catering companies that experience serious waste.
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